is crisp wafer fingers covered with chocolayer.

NESTLÉ KITKAT has a unique finger format with a „breaking' ritual attached to it. NESTLÉ KITKAT is one of the most successful brands in the world and every year over 12 billion NESTLÉ NESTLÉ KITKAT fingers are consumed around the globe. Your favorite KIT KAT is now available in an exciting new format - a single finger with three portions. So go ahead, have a BREAK and relish the great new taste!

Nestlé MUNCH Guru pack is yet another offering from MUNCH that provides great valuefor-money for MUNCH lovers. It is a delicious chocolaty treat that delivers the superlative crunch which MUNCH is known for. With less than 80 calories per serve and affordable price, Nestlé MUNCH Guru pack is delighting consumers all over the country. Nestlé MUNCH is wafer covered with delicious chocolayer and is the largest distributed brand in its category. The new MUNCH campaign highlights the great crunchy taste that has made MUNCH so popular. To know more view the new ad here. Mera MUNCH mahan!

Nestle Maggi . in 1866 and the Farine Lactée Henri Nestlé Company set up in 1867 by Henri Nestlé to provide an infant food product. Introduction of Nestle o Nestle is a multinational packaged food company founded and headquartered in Vevey.' to `Nestle India Ltd. Maggi takes the Health Route Presented by: Siddharth Shanker Sharma PG 06-02 ISMC (Batch 2006-08) TERM ASSESSMENT TASK: 6 2. o 1987 . integrity and fairness in all aspects of its business and expects the same in its relationships. 5. Nestle is the market leader in the following product category:  Milk  Chocolate  Confectionery  Bottled water  Coffee  Creamer 4. of Switzerland. Switzerland.On 28th March.„.Nestlé India is a subsidiary of Nestlé S. for the manufacture of instant coffee was in progress. o It results from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established by the Page Brothers in Switzerland. The Company insists on honesty. its international milk drink brand Milo has garnered a mere three per
. which created a major dent in the market with its launch. Kit Kat. the Company was incorporated at New Delhi. India o 1997 o .A. which are not only in the local but also in the global market leader. India o 1959 .Presentation Transcript
1. . 3. With seven factories and a large number of co-packers. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'. Introduction of Nestle o Several of Nestlé's brands are globally renowned. Journey of Nestle. Journey of Nestle.Nestle's wafer chocolate brand. Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.During the year installation of a new factory at Nanjangud (Karnataka).NIL is one of the top players in the processed food & beverages industry and the largest producer of instant coffee with a 49 per cent marketshare.The name of the company was changed from `Food Specialities Ltd. o 1989 .

10.Nestle India Ltd. The brand is popular in  Australia  India  Malaysia  New Zealand  Nepal  South Africa  Singapore o Recently a line of Rice noodles has also been introduced in India. paneer. Journey of Nestle. 2005.Nestle India has launched a range of gift packs under the Fox confectionery brand name for the festivel seasons. India o 2004 -Nestle India bags Tetra Pak's annual dairy and beverage industry award Nestle India has signed on Bollywood actress Preity Zinta to feature in its latest commercial brand maggi.Maggi&quot. 9. It is available in 4 flavors:  Masala. a year after its launch in India.
.e.27% -Ties up with Nilgiris to co-brand various dairy products like dahi. &quot. MAGGI 2MINUTE Noodles has been renovated to provide 20% of the RDA* of Calcium and Protein for the core target group. July 15. o 2002 -Nestle Group increases holding in Nestle India to 53. In fact. adding one more premium brand to the already saturated Rs 600-crore bottledwater segment. o -Launches a throat lozenge branded Acti-V to compete against Proecter & Gamble's Vicks cough drops. Nestle Maggi o Maggi noodles is a brand of instant noodles made by Nestle. 2004. 6.cent share (value terms) in the Rs 500 crore market. it has signed Rani Mukherjee as brand ambassador for its chocolate brand Nestle Munch and the advertising campaign will be released on June 25. Punjab and Haryana -Nestle India said on June 24. 11. 8. India o 2005 -Neslte India launches new variant of Maggi -Delists securities from the Delhi Stock Exchange Association Ltd (DSE) w. 7. has become a generalized name for instant noodles in India.Nestle is set to enter the domestic bottled water business and will launch the product under the brand name `Pure Life'. India o 2001 . India o 2000 . Journey of Nestle. Journey of Nestle. its mass-market bottled water. ghee and possibly milk. o . Nestle Maggi o MAGGI 2-MINUTE Noodles is one of the largest snack food brands in the country and defines the Instant Noodles category in the country.f. Journey of Nestle. o -Nestle introduces 'Sweet Lassi' in Delhi. has launched `Pure Life'.

o 1.  Nestle also used the cultural base marketing in India as knowing the fact that Indian people like rice.  Nestle also introduced the Pizza variant by which one can be able to create the pizzas at the home. to create and establish a new product category. Question 1. According to NIL. 13. Discuss the strategies undertaken by Nestle India Ltd. Strategies adopted by Nestle o Nestle manages to create new product categories under the brand name of Maggi. The company had also set up new research and development facilities with a view to improving the attributes of the existing Nestlé products to make them healthier. the Nestlé Group had been taking measures to transform itself into a 'health and wellness' company.  
Chicken. They adopted the following strategies:  Maggi introduced the Maggi sauces category and promoted it under the brand name of Maggi. It was also promoted under the brand name of Maggi. Strategies adopted by Nestle  Nestle was able to successfully use the umbrella branding for Maggi.
12. NIL made use of the group's extensive research and development facilities in developing this new 'healthy' product. More than it both are similar product category as sauces and noodles are interrelated to each others. It is always easier to promote a new product under the name of the established brand as the expenditure and people recognition time is less.  On the other hand they also introduced some categories which are
. Strategies adopted by Nestle  Maggi was also successfully able to position its noodles in the minds of the consumer as the fast food items and they can be take them as breakfast during the time of evening. Establishing a new product by Maggi o In the early 2000s. 15. they introduced Maggi rice noodles mania.  Advertising and promotional budgets is low. Advantage of using umbrella branding:  Acceptance level is high. 16. and to develop new health and wellness products. they were successful in making the product popular. Vegetable Atta Noodles were healthier as they were made of whole wheat flour instead of maida (refined wheat) and also because they contained real vegetables. 14. By doing so. Tomato and Curry. the Maggi brand too took to the health route with the launch of Vegetable Atta Noodles.  Less time taken to be accepted.  Give strength to the establish brand name and increase the overall brand equity. o In March 2005. They introduced many variants under the brand name of Maggi.

But very soon it realize that its target segment is not them. Strategies of Nestle Maggi o Nestle at the initial stage was targeting on the house lady. So this is the reason it introduced the health related variant. So they changed their positioning and came with the positioning of two minutes noodles which is targeted for the teenagers for their convenience and they can easily make it. They said that these contain some protein and calorie level which is must for the children.  Brand equity is high. o Due to increasing competition Maggi was not able to grow so. o What measures were undertaken in sustaining the image of a popular brand (Maggi noodles) and the reason behind the brand extension of the same? 18. o For changing the image of Maggi from only noodle to other product category. By doing the emotional marketing they were successfully able to promote these products. Measuring the Maggi brand o Since we all know that Maggi is well reputed brand and it is doing very well in many countries.  Maggi still attached with the emotionally with the consumer. 20. Reason of extending the Maggi brand o Since it was very old brand so. o Wrong positioning has been done in the minds of consumer which. brand extension can help it from overcoming to this problem. o Maggi also know that it has to increase its presence into other category to increase the visibility of the brand Maggi and also make these product popular so.  MAGGI Vegetable Atta Noodles  MAGGI Dal Atta Noodles  MAGGI Rice Noodles Mania  MAGGI Healthy Soups  MAGGI Healthy Soup. newly introduced category can be introduced under the brand name of Maggi.  Need of change in taste or positioning.  Brand requires to be revitalize over the period of time so measuring it is very important. It came to know that most of the child and teenager.  Need of increasing the product category. the company has to think over certain issues what to do with it. Question 2. Company think over the following issues and then came to decision:  Increasing competitions in the noodles category. So. when the Maggi‟ s sales start declining. o What strategies were adopted by NIL in repositioning Maggi noodles? 21. 19.  Need of brand extension due to the increasing competition. These can
.having the complete diet in the form of noodles. Question 3. it introduced the sauces category under the brand name of Maggi.Sanjeevni 17. Consumer think Maggi only as the fast food items while Maggi wants to create the image of complete food. o Nestle also target the house lady by introducing the health noodles.

the Indian subsidiary of the global FMCG major. 22. and merged with Nestlé in 1947. introduced the Maggi brand in India in 1982. Strategies of Nestle Maggi o NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2 Minute Noodles. I'm hungry). They like to eat traditional Indian dishes rather than canned or packaged food.
Maggi . in India. Maggi takes the Health Route Presented by Tarun Arya 2. NIL was trying to create an entirely new food category. Nestlé SA. the company targeted working women on the premise that Maggi noodles were fast to cook and hence offered convenience. 5. Indian consumers were rather conservative in their food habits.' (Only 2 minutes) and 'Fast to Cook Good to Eat' effectively communicated the product's benefits to target consumers. Strategies o It launched Maggi 2 Minute Noodles. stocks. NIL positioned Maggi as a 'fun' food for kids which mothers could prepare easily. so they came up with the new positioning which is taste oriented and also targeted to the women on the base of convenience. 'Bas 2-Minute. o Maggi was introdused in India in 1982. At that time. Indian consumers were not exposed too packaged food category and they don‟t want to consider it. o With the launch of Maggi noodles. which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. instant noodles. health bhi”. an instant food product. sauces and ketchups. Introduction o Nestlé India Ltd. NIL created an entirely new food category instant noodles . However. o Through its ads. in 1982. o They preferred to eat traditional Indian dishes rather than canned or packaged
. and cooking aids among others.in the Indian packaged food market. For these variants they introduced the new positioning “Taste bhi. 4. NIL conducted a research. Taglines like 'Mummy. 3. bhookh lagi hai' (Mom. 23. this approach failed as was evident from the fact that the sales of Maggi noodles were not picking up despite heavy media advertising. o It was founded by the Maggi family in Switzerland in the 19th century.Presentation Transcript
1. NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. an instant food product o At that time. ketchups and instant noodles. Initially. o Over the years. Introduction o Maggi is a Nestlé brand of instant soups. Introduction o Because of its first-mover advantage. o In fact. NIL extended the Maggi brand to a variety of culinary products like soups. Strategies of Nestle Maggi o To get rid of it.be consumed as the complete food which gives the calorie and meet all necessary health requirements. (NIL).

o After this. 10. o Its tag lines effectively communicated the product's benefits to target consumers. o To get to the root of the problem.food. o Top Ramen was another noodle company. NIL shifted its focus and targeted children and their mothers. o In May 2006. (NIL) launched a new instant noodles product called Maggi Dal Atta Noodles under the popular Maggi brand. Product Extension o NIL offered a variety of culinary products such as instant noodles. 11. o Which revealed that it was children who liked the taste of Maggi noodles. 'Fast to Cook Good to Eat' was also in keeping with this positioning. soups. NIL reintroduced the old formulation of the noodles. bhookh lagi hai' (Mom. Sustentions of Brand o In order to improve sales and attract more consumers. o This was attributed partly to the growing popularity of Top Ramen. Nestlé India Ltd. o March 1999. 'Bas 2-Minute. this approach failed despite heavy media advertising. 12. giving gifts on the return of empty packs. 'Mummy. NIL changed the formulation of Maggi noodles in 1997. Product Extension o The Dal Atta Noodles were made of whole wheat and contained pulses. The company targeted working women. o It provides 20% of the daily RDA of dietary fiber and protein for a child aged between 7 and 9. o Maggi soups had become a pioneer in the organized packaged soup market in India. 8. etc. o The noodles' tagline. 7. I'm hungry). 6. Repositioning o NIL's advertising too played a great role in communicating the benefits of the product to target consumers. after which
o
. o During the 1990s.' (Only 2 minutes) o 'Fast to Cook Good to Eat' o Now the positioning is “Taste Bhi Health Bhi” 9. Product Extension o Maggi's first product extension was Maggi instant soups launched in 1988. o It was positioned as a „healthy‟ instant noodles. o NIL aggressively promoted Maggi noodles through distributing free samples. o This was the latest addition to the range of 'healthy' products. for mothers and as a 'fun' product for children. o However. cooking aids etc. sauces and ketchups. Repositioning o NIL's promotions positioned the noodles as a 'convenience product'. as consumers did not like the taste of the new noodles. the sales of Maggi noodles declined. this proved to be a mistake. Strategies o However. NIL conducted a research.

o But this time the buying behavior of Indian consumers were changed. Success o Now the people are taking healthy products positively. Reason Behind the Brand Extension o NIL also adopted the same strategy for the Maggi brand with the launch of the Maggi Vegetable Atta Noodles in 2005. o The company faced little serious competition in this segment in early 2000. in India. o The Dal Atta Noodles were another variant of Maggi's healthy instant noodles. Sustentions of Brand o In the early 2000s. 13. NIL conducted a research. o The lifestyle of people have been changed. o The launch of new variant of Maggi became success this time. instant noodles. the company targeted working women on the premise that Maggi noodles were fast to cook and hence offered convenience. o NIL started introducing new 'healthy' products in accordance with the Nestlé Group's global strategy to transform itself into a health and wellness company. Thanks SWOT:SWOT Analysis 16 [email_address] 14-December-2007 Strengths Weaknesses Opportunities Threats Market leader Heavily dependent on One flavour Unexploited rural markets Strong presence of regional competitors Brand loyalty Minor distribution problems Increasing number of working youth Competitive pricing (Top Ramen) Distribution channels Health related issues Affinity of Indians to Chinese food Innovative flavours for Indian taste buds Advertising strategy
Target Customer
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NIL was trying to create an entirely new food category. 16.Sanjeevni 17.the sales revived. which revealed that it was children who liked the taste of Maggi noodles and who were the
o
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o
Initially. o The company has adopted a right strategy at a right time. New Range of Products o MAGGI 2-MINUTE Noodles o MAGGI Vegetable Atta Noodles o MAGGI Dal Atta Noodles o MAGGI Rice Noodles Mania o MAGGI Sauces o MAGGI Pizza Mazza o MAGGI Healthy Soups o MAGGI Healthy Soup. Maggi was the leader in the branded instant noodles segment. ( Wrong Approach ) To get to the root of the problem. 15. o They had become more health conscious. 14.

China. was first created by Rowntree Limited of York. Canada. which acquired Rowntree in 1988. Kit Kat is the number one brand both as a confectionery
. Kit Kat bars available in the United States are manufactured under licence by The Hershey Company. a seventeenth century political club for artists. Algeria. Malaysia. Munch is positioned as a tasty brand. and now produced worldwide by Nestlé. It is also the largest selling SKU in the industry. the world’s most renowned confection. USA. a Nestlé competitor.largest consumers of the product. New Zealand. But now Munch survived and Picnic is dead. Sold in over 70 countries (through licensing arrangements). India. It was launched in September 1935 in the UK as Rowntree's Chocolate Crisp. and Australia. Japan. In the UK. Turkey. Australia. the brand became a blockbuster success cannibalizing Kit Kat and forcing Perk to launch a low priced variant. ( Correct Approach “Repositioning Strategy” ) 27 [email_address] 14-December-2007
Munch is the second largest brand in the chocolate based confectionery segment in India. The original four-finger version bar was developed after a worker at the Rowntree's factory in York put a suggestion in the suggestion box for a snack that a 'man could have in his lunch box for work'. Munch was launched in 1999 by Nestle to
counter the brand Picnic from Cadbury. Japan. Venezuela and Bulgaria. Then Munch was launched by Nestle as a price warrior. The war between Kit Kat and Perk resulted in a stalemate and the category itself became stagnant. When Kitkat was launched. Kit Kat bars are manufactured in 15 countries: UK.
GLOBAL Overview : GLOBAL Overview The Kit Kat has been manufactured by Nestlé for Canada. NESTLE KITKAT:Nestle Kit KAT: Revitalizing A brand Leader : Nestle Kit KAT: Revitalizing A brand Leader Presented By: Muhammad Saadullah Khan Muhammad Bilal Ahmad Muhammad Akbar Iqbal Muhammad Imran Nauman Khan Yasir Shafi
KIT KAT Introduction : KIT KAT Introduction Kit Kat. Germany. South Africa. At Rs 5. It was named Kit Kat after World War II. Germany. The name is believed to have come from the Kit-Cat Club. England. The brand is a result of the intense war between Kitkat and Perk. due to a prior licensing agreement with Rowntree. Cadbury launched Perk to flank its flagship brand Dairy Milk.

In recent years. a phenomenon attributed to the coincidental similarity between the bar's name and the Japanese phrase kitto katsu. Nestlé created a music label in 2005 and bundled Kit Kats with CDs which has propelled the Kit Kat to become the #1 selling biscuit in Japan. In both the US and Canada.item and as a biscuit. Various SKUs Kit Kat Chunky
. the Kit Kat is also extremely popular and is one of the top ten candy bar brands. which roughly translates to "You will surely win!"
Strategies to keep the brand alive… : Strategies to keep the brand alive… Kit Kat has in recent years seen a variety of different flavours emerge. Kit Kats have also become very popular in Japan.